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#MondayMotivation

#MondayMotivation: Strong Channels Have Staying Power

Looking for a little #MondayMotivation? We’re pulling out past stories that are still just as relevant today. Here’s a pearl from Jim: On-Demand Audience. Do you need to own everything you use? These days, people, especially younger adults, say no to that question. Ownership, rather than being an advantage, feels like a burden. Cars, for example, are something that many urban millennial adults would far rather rent (in the form of something like Zipcar), use (as with Lyft or Uber) or just …

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#WednesdayWisdom

#WednesdayWisdom: What’s the Must List for Working With On-Demand Audience Channels?

Looking for a little #WednesdayWisdom? We’re pulling out past stories that are still just as relevant today. Here’s a pearl from Jim: The Must List for Working With On-Demand Audience Channels. Recently, I talked about the rise of the on-demand economy, and I wanted live entertainment and arts marketers to know that it’s not just cars and lunch you can get on demand. You can get ticket buyers and audience, too. But it’s important to take this further. Not all On-Demand …

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#WednesdayWisdom

#WednesdayWisdom: What’s the Most Important Channel for Live Entertainment Venues?

Looking for a little #WednesdayWisdom? We’re pulling out past stories that are still just as relevant today. Here’s a pearl from Jim: Why Channels Matter: The Golden Eggs. For live entertainment and arts, perhaps even more than for most other things, channels matter. What do I mean by a channel? In nature, a channel is a waterway or a clear and navigable path through the sea. In broadcasting or in marketing, that definition became somewhat more metaphorical, as a TV “channel” …

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Marketing

The Goldstar Distribution Network: Why We Built It

Goldstar’s about connecting your event with our audience. That’s our thing. I’ve said that, or something like that, lots and lots of times, but it started to occur to me a few months ago that it wasn’t quite right. Our thing isn’t about connecting your event with our audience. It’s about connecting you with audience, period. We’re not crazy enough to think that we are the only place to find great live entertainment consumers. (We’re the best place, but… ) …

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Pricing

How to Take the Emotion Out of Discounting

Jim Lewi is the president of LiveWorks Events, host of the Aspen Live Conference and a consultant at Goldstar, to name just a few of his titles. Recently, he covered discount channels in the article below in his company’s newsletter. It’s a nice refresher on the importance of RPS. You can read more from Lewi at the LiveWorks newsletter. “Our job is to take the emotion out of discounting” is a line I use when talking with industry peeps about …

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Pricing

Pricing Is Not a Marketing Campaign

Everyone knows that pricing of tickets affects sales, and the main way this is usually observed is when prices drop, ticket sales go up. What does this mean? Why does it work like this? Is it the equivalent of a word-of-mouth marketing campaign that gets people excited and talking about the tickets for sale? Not really, at least not usually. The way price usually works is more like this: There’s a potential customer who’s aware of an event. Let’s call …

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Marketing

Why Channels Matter: The Golden Eggs

For live entertainment and arts, perhaps even more than for most other things, channels matter. What do I mean by a channel? In nature, a channel is a waterway or a clear and navigable path through the sea. In broadcasting or in marketing, that definition became somewhat more metaphorical, as a TV “channel” is a “path” that the organization’s information travels through to get to you. In marketing, we now talk about channels as ways of getting information to groups …

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